Research On IMC Strategy Of DY Battery Electric Vehicle

Serve problems which are caused by the maxim number of car ownership such as energy shortage and environmental pollution,have huge impacts on the human beings.Developing the electric vehicle has become the best choice to solve the energy shortage and reduce environmental pollution in the world.With the gradual withdrawal of subsidies,China's automobile industry is currently facing an increasingly fierce competition environment.The three-party tussle among multinational automobile giants,Chinese traditional automobile manufacturing enterprises,Internet automobile enterprises and new forces of automobile manufacturing puts forward a severe test for DY company's newly listed pure electric vehicle marketing.This paper takes the marketing communication strategy of pure electric vehicle of DY Company as the research object,trying to provide feasible measures for the development of DY Company's marketing,and provide beneficial reference for the research and implementation of China's battery electric vehicle marketing communication strategy.There are six chapters in the paper.The first chapter outlines the context that the paper is based on,making clear purpose of the paper,illustrating research methods that are used in this paper.The second gives the review of Integrated Marketing Communication Theory(IMC Theory)and relative researches of battery vehicle marketing.The third chapter systematically describes the general situation of pure electric vehicle market,pure electric vehicle enterprises and their integrated marketingcommunication.The fourth chapter objectively narrates the current situation of DY company's integrated marketing communication,and systematically analyzes the problems existing in DY Company's marketing.In the fifth chapter,by using the relevant theories in the previous chapter and combining with the existing problems in DY Company's marketing,the author worked out the improvement countermeasures of integrated marketing communication corresponding to DY Company.Chapter six is the summary of the whole paper and the prospect of further research.